“Gio brought a level of polish and concept to the calendar that we have never had before. We sold out in record time.”
Vancouver Firefighter Calendar 2017
I was approached to creative direct the widely treasured and anticipated Vancouver Firefighter "Hall Of Flame" Calendar on behalf of Massive Media. The brief was to come up with a concept that hadn't been used already and would showcase the hunky firefighters in a steamy calendar celebrating the calendar's 30th Anniversary.
I created 3 mood boards and the client chose to go with the armageddon concept even though I was really pushing for a pin up style shoot where the firefighters posed with puppies and kittens and bunnies saving them from little burning buildings and trees, a concept that was used by the Australian Firefighter calendar the following year and became the most shared firefighter calendar in history ( the lesson here is listen to your creative director!! Lol ). I then scouted the location and we did 2 days of shooting. This was perhaps my favourite 2 days of shooting of all time, wink wink.
The Vancouver Firefighter "Hall Of Flame" calendar had a successful year of sales and raised $60,000 for local charities in Vancouver.